FDA approves sale of eight new Swedish Match snus products

The U.S. Food and Drug Administration has for the first time authorized the sale of a tobacco product that it says will not significantly harm the health of the population as a whole.

Stockholm-based Swedish Match can sell eight new products of a smokeless tobacco known as “snus” under its “General” brand, the FDA said on Tuesday. Snus is a moist tobacco product placed under the upper lip that does not involve spitting or chewing.

The FDA’s ruling allows Swedish Match to sell the products. It does not allow the company to claim they are less dangerous than other tobacco products. To make that claim the company needs separate approval from the FDA.

Swedish Match has already been selling some of its products in the United States. Snus has become the most popular tobacco product in Sweden.

In granting the authorization, the FDA determined there is a low likelihood the products will lead to increased tobacco use in the population, prevent people from quitting or cause those who have quit to relapse.

The products would likely provide a less toxic option for tobacco users who use them exclusively, the agency said in a statement.

A 2009 law giving the FDA authority to regulate tobacco products provides several ways for companies to bring new products to the market.

Most FDA advisory panelists agreed that snus appears less harmful than cigarettes when used by smokers who switch. But they said the company had not provided enough evidence to rule out an association between snus and tooth loss or gum disease or to prove Sweden’s experience could be replicated in the United States.